Journalists at The San Diego Union-Tribune or at any other major newspaper
like to think that the only reason people take newspapers is to read their
stories or look at photographs they have taken — especially if their work
is important enough to be played on the front page.
It is true that many readers take newspapers for the latest news. Leave out
a story they’ve heard about and readers tell you just how annoyed they are.
In fact, often, it’s what’s left out of the newspaper that makes readers
reach for their telephones or fire off an e-mail.
It doesn’t matter if it’s a news story, a regular feature or an advertising
insert. If what readers expect to see in the newspaper is not there, they
are unhappy.
Readers who complain about missing items often claim “the only reason” they
take the Union-Tribune is for whatever did not appear that particular day.
It could be a comic, a news story, a favorite columnist, an advertising
insert, the food coupons — anything they are accustomed to finding in
their newspaper. That includes the Jumble word game, the bridge column,
horoscope — any feature that is a staple of any newspaper.
And when regular items are missing, readers want to know why. They would
prefer a short explanation rather than being left to wonder. For example,
space limitations meant the Dave Barry column, usually in Currents on
Sunday, was omitted twice in recent weeks. There was no explanation and
there should have been. Readers were left to wonder why the column did not
appear. (It was a temporary interruption. Space was needed for other uses).
But sometimes readers complain because there is too much in the newspaper.
This kind of complaint often comes after delivery of a hefty Sunday
newspaper. Occasionally, I hear from readers who would prefer not getting
all the advertisements that, together with once-a-week Sunday sections such
as Parade, Travel, Arts, Books, Home, TVWeek and Insight, add bulk to the
paper. However, the advertisements are the very items that generate the
dollars that make it possible for the newspaper to be sold for 35 cents a
day Monday through Saturday and $1.50 on Sundays. Newspaper home delivery
is probably the biggest bargain you’ll find in 2003 — whether or not
you’re a coupon clipper.
The fact is readers of The San Diego Union-Tribune subscribe to the
newspaper for myriad reasons. Sure, they want to read about events that
affect their lives or their communities, about events elsewhere in the
world. If you’re a teacher, you may want to read about the latest actions
by the school board. Chargers fan or not, you want to know the latest about
the team and whether it is staying or leaving.
There’s something in the newspaper for nearly everyone. Monday through
Saturday, there are usually six parts to the newspaper — the main news
section; Metro, which includes the Editorial and Op-Ed pages; Business;
Sports; Currents, and Classified Advertising. On Wednesday, there’s the
Food section, and on Thursday, the newspaper includes the Night&Day
entertainment tabloid section. The Union-Tribune also publishes a Wheels
section on Saturdays with features about automobiles and other vehicles.
Some sections have themes for certain days. For example, on Monday, the
Business section is devoted to personal technology and the workplace. On
Tuesday, the section includes articles on the business of technology and on
Sunday, the emphasis is personal finance.
Currents also has various themes. The Monday section includes features on
fitness. The Wednesday Currents is known as Quest, with an emphasis on
science. Religion and Ethics is moving from Friday to Thursdays as of this
week, and the Friday Currents will focus on our weekend entertainment. On
Saturdays, it is on the family.
Sports, which emphasizes prep sports on Tuesdays, the same day it has Page
Fore about golf, features different sports on page 2 each day. The list for
the coming week appears on Sunday. On Mondays, page 2 usually includes a
feature about baseball or basketball, depending on the season. On Tuesdays,
it’s either tennis or water sports; Wednesday, it’s soccer; Thursday, it’s
motor sports; Friday, fitness; Saturday, outdoors, and on Sunday, a special
feature on a timely topic.
Newspapers offer an ample diet of information. News may be the primary
focus, but newspapers help enrich your daily life — whether you’re looking
for a recipe for a dinner party or for a movie to see on the weekend;
whether you’re seeking a new job or a new car; whether you want to sell
your sofa or buy one. It’s all part of the newspaper’s purpose — to bring
you information that’s useful to your life.
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Gina Lubrano’s column commenting on the media appears Mondays. It is the
policy of The San Diego Union-Tribune to correct all errors. To discuss
accuracy or fairness in the news, please write to Gina Lubrano, readers
representative, Box 120191, San Diego, CA 92112-0191, or telephone (619)
293-1525. Send e-mail to:
readers.rep@uniontrib.com.
End-of-Story
